Are You Working On Signup?

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The early winds are often in the high intent floes. So like where people actually thinking about booking, or actually about to book. Search conversion is n important. One a son of conversion is important. Marketing traffic was n important one for us. Verses, for example, home page a is super confusing. An thre's many companies that have this experience. Were were working on something deeper, refurbing ill sign up. i vbe tet would be tens of thousands of people that would sign up from a furl link every day. But if that sign up flow is not perfect, wel, there's a lot of things you can do there. And ask an engineer,

Dan Hockenmaier is the founder of the growth strategy firm Basis One. Prior to Basis One he was the Director of Growth Marketing at Thumbtack. You can learn more at BasisOne.com.

Gustaf Alströmer is a Partner at YC. Prior to YC he was the Product Lead for Growth at Airbnb.

You can find Dan on Twitter @danhockenmaier and Gustaf is @gustaf.

The YC podcast is hosted by Craig Cannon.

Y Combinator invests a small amount of money ($150k) in a large number of startups (recently 200), twice a year.

Learn more about YC and apply for funding here: https://www.ycombinator.com/apply/

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Topics

00:00 - Intro

00:50 - Dan's most unpopular advice

1:45 - What growth strategies do people jump on too soon?

2:20 - Questions Dan asks a company he's advising

3:50 - Traits Dan looks for in early growth hires

6:30 - How product and growth are tied together

11:30 - Good/bad learnings from Facebook's growth team

14:00 - A/B testing

17:00 - Retention and other metrics

20:45 - The importance of experimentation

23:45 - Getting ideas for A/B tests then choosing which to do

25:00 - Advice for employees who want to get a growth program going

29:00 - B2B vs consumer growth tactics

34:00 - Pricing experiments

35:30 - Paid marketing

39:30 - Launching in new markets

40:15 - Hiring for marketing

43:45 - Metrics for marketing hires

45:45 - Toni asks - Why did Airbnb grow so fast?

48:45 - Step function growth changes for companies that already had scale

49:55 - Michael Savage asks - It would be great to discuss growth into new regions for example Africa and UAE. What would their approach be, how does it differ from region to region, culture to culture?

52:30 - Justin LaRosa asks - What are some of the most common drivers of viral growth?

55:20 - Hiring a growth agency vs building your own team

58:20 - How do you think about growth in the context of improving humanity?